If AI doesn’t mention you, you don’t exist. 👉 Generative AI is changing the game: from search rankings to synthesised answers, your reputation matters more than ever.

This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications.

Hosted by Trevor Young, this series explores how recognition is earned, how credibility compounds, and how influence is built in today’s reputation economy.

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This episode dives straight into the revolution happening in search and reputation - where discovery, validation, and authority-building are being transformed by GenAI.

Host Trevor Young - along with expert guests Darryl Sparey and Simon Murphy - take listeners into the trenches of PR, communications, and AI, unpacking how leaders, experts and brands can earn their presence in the generative AI landscape.

What’s covered:

• Why traditional SEO strategies aren’t enough, and what “Generative Engine Optimisation” really means.
• The rise of GenAI as the go-to for deep questions, synthesised answers, and (personal) brand credibility.
• Why B2B decision-makers and consumers are moving to GenAI - and what it means for your visibility, reputation, and commercial impact.
• How AI platforms like ChatGPT, Perplexity, Gemini, Copilot, and Claude have different rules and partnerships that influence what gets surfaced.
• The critical role of earned media, owned media, and structured content - plus, why regularly updating your 'About' page is now mission-critical.
• Actionable advice for leaders, founders, and experts: how to proactively audit, create, and position content that gets recognized and cited by AI.
• The new “authority stack” – structured web content, consistent entity presence (LinkedIn, Wikipedia, directories), and meaningful earned media mentions in both small and big outlets.

Key takeaways:

• Does your brand really exist if GenAI doesn’t recognise it - proactivity is key!
• The right kind of content and citations matter more than ever - depth beats breadth.
• Freshness and consistency trump old-school “set-and-forget” SEO techniques.
• Smaller, niche players can leverage agility to outpace bigger brands in GenAI-driven discovery.

Who should listen?

PR pros, marketers, founders, thought leaders, and anyone serious about reputation and authority in the age of AI.

Connect with the experts:

• Darryl Sparey: hardnumbers.co.uk, LinkedIn
• Simon Murphy: LinkedIn, indigomurphy.com

Ready to earn your right to be discovered? Tune in and set your strategy for the AI-powered future of reputation!

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Connect with Trevor on LinkedIn

Subscribe to Earn the Right Substack

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!

This episode's featured track is POCKET PR ESSENTIALS - your audio playbook for mastering PR, content and digital communications for your business, and personal brand.

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DID YOU KNOW MUCH OF YOUR 'MARKETING' IS ACTUALLY PR?

Marketing vs PR: Let's continue to 'pull this thread'! This is part 2 of this particular topic - see episode 316 for part 1.

As a business owner, if you can get clarity and focus on the things you SHOULD be doing rather than trying to do everything in a mishmash way - you’re going to be way ahead of your competition (not to mention more confident in moving forward!).

When it comes to building marketplace visibility and reputation, the winners are those who see the bigger picture, understand the changing landscape, and take action accordingly. 

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ABOUT EARN THE RIGHT:

EARN THE RIGHT is an audio channel for reputation-based authority building, and turning credibility into real-world recognition and opportunity.

Hosted by Trevor Young, it’s for credible founders, experts, and solo practitioners who’ve earned their stripes and are ready to amplify their voice with integrity.

Across four distinct (but interrelated) tracks -

1. From The Trenches
2. The Pay-off
3. Pocket PR Essentials
4. In The Arena

— you’ll get the ideas, stories, and strategies that help you cut through the noise and build lasting authority.

Subscribe to the EARN THE RIGHT newsletter - EarnTheRight.co

*** Small stages lead to big ones. Narrow niches lead to national news. You don’t start on Broadway - you start 'off Broadway' ***

This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications.

We're flipping things this week - instead host Trevor Young doing the interviewing, today he's the one being interviewed.

This episode is a replay of a conversation Trevor had with Tom Schwab on the The Podcast Interview Marketing Show (you can find the original interview here).

Let's get into it!

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EPISODE OVERVIEW:

Forget fireworks, build momentum!

Trevor Young and Tom Schwab, founder of Interview Valet, unpack Trevor's Rolling Thunder Strategy - a blueprint for growing credibility, authority, and a brand that actually lasts.

What you’ll learn:

• Why one big publicity moment isn’t as powerful as consistent, niche exposure
• How to play the long game in branding and earned media
• The crucial difference between earned authority and manufactured influence
• How AI is changing how people find and trust you
• Steps to becoming the go-to expert in your industry

Notable highlights:

• Don’t chase tier one media exposure -start with niche podcasts and industry blogs
• Build trust with the right people, not just big audiences
• AI is now doing your research; credibility online = credibility in its results
• Reputation creators vs indie content creators - focus on impact, not vanity metrics
• Consistent effort creates “Rolling Thunder”: start small, grow big, amplify everything

Action steps:

1. Pick your niche and own your voice
2. Create one owned media channel (blog, newsletter, podcast, or YouTube)
3. Secure guest spots or articles in specialised industry spaces
4. Keep a log of your media, amplify it on socials, build your authority wall
5. Focus on credibility before conversions - earning trust is earning future business

Subscribe & connect:

• Get more wisdom: Earn the Right newsletter on Substack (earntheright.co)
• Follow Trevor Young and Tom Schwab on LinkedIn
• Check out Tom's podcast - The Podcast Interview Marketing Show

This episode's featured track is POCKET PR ESSENTIALS - your audio playbook for mastering PR, content and digital communications for your business, and personal brand.

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DID YOU KNOW MUCH OF YOUR 'MARKETING' IS ACTUALLY PR?

As we heard in a previous episode (312: POCKET PR ESSENTIALS / Unpacking public relations: Busting myths), PR is largely misunderstood in the business world.

But so too is marketing, which is often equated simply to running ads or any activity that promotes a brand.

There are a few differences between PR and marketing, with no shortage of crossover between the two.

Understanding these differences will give you an edge over those who are perennially confused and thus get caught in the trap of just 'doing stuff' without understanding why.

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ABOUT EARN THE RIGHT:

EARN THE RIGHT is an audio channel for reputation-based authority building, and turning credibility into real-world recognition and opportunity.

Hosted by Trevor Young, it’s for credible founders, experts, and solo practitioners who’ve earned their stripes and are ready to amplify their voice with integrity.

Across four distinct (but interrelated) tracks -

1. From The Trenches
2. The Pay-off
3. Pocket PR Essentials
4. In The Arena

— you’ll get the ideas, stories, and strategies that help you cut through the noise and build lasting authority.

Subscribe to the EARN THE RIGHT newsletter - EarnTheRight.co

This episode's featured track is IN THE ARENA - Trevor Young’s unfiltered take on earning authority in real time — sharp, strategic riffs on content, credibility, connection, and the courage to keep showing up.

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What’s the real difference between your personal brand and your reputation - and why does it matter?

In this solo episode, Trevor cuts through the hype to break down why chasing a flashy personal brand without a foundation of reputation is a recipe for disaster. He unpacks:

• Why some people gain massive online followings but can’t sustain long-term influence
• The crucial distinction between personal brand (the story you tell the world) and reputation (the story others tell about you)
• How over-investing in branding before building credibility leads to “substance signal inversion”
• Why reputation is built on evidence, not spin, and why it always outlasts flashy marketing tricks
• Smart, actionable steps for strengthening your reputation and syncing it with your personal brand
• The power of earned authority and how to leverage third-party validation to amplify your message
• Why longevity, trust, and congruence make up the secret sauce for sustainable success

Whether you’re in the trenches of entrepreneurship or just starting to think strategically about your own professional presence, this episode delivers hard-won wisdom and practical insight on how to mesh brand and reputation for the long game.

Listen now and make sure your personal brand stands on the solid ground of real reputation.

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Connect with Trevor on LinkedIn

Subscribe to Earn the Right Substack

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!

*** Why empathy, relevance and long-game thinking beat press releases, spray-and-pray pitching, and transactional PR ***

This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications.

Hosted by Trevor Young, this series explores how recognition is earned, how credibility compounds, and how influence is built in today’s reputation economy.

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EPISODE OVERVIEW:

Getting media coverage isn’t about clever subject lines or perfectly polished press releases.

It’s about becoming someone journalists trust.

In this episode, Trevor sits down with Hunter Stuart - founder of Big Game PR and former HuffPost journalist - to unpack what really happens inside modern newsrooms, and what it actually takes to move from cold pitch to go-to source.

Drawing on experience from both sides of the journalism–PR divide, Hunter shares grounded insights for founders, solo experts and B2B leaders who want to build authority that lasts.

In this episode, you’ll learn:

• What today’s shrinking, time-poor newsrooms mean for founders seeking coverage
• Why most pitches fail before they’re even opened
• How to bridge the “empathy gap” between experts and journalists
• The power of sharp, well-formed opinions in a sea of bland commentary
• Why relationships outperform mass pitching every time
• How to think in angles and trends, not product announcements
• Practical ways to become a trusted, repeat source, even without a PR team
• Where hybrid, niche and industry media create overlooked opportunity

Whether you’re building profile from scratch or looking to strengthen your position in top-tier outlets, this conversation will help you think more strategically about how authority with the media is earned over time.

Connect with Hunter Stuart:

Find him on LinkedIn or at Big Game PR.

Tune in now and start earning your spot in the media!

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Connect with Trevor on LinkedIn

Subscribe to Earn the Right Substack

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!

This episode's featured track is IN THE ARENA - Trevor Young’s unfiltered take on earning authority in real time — sharp, strategic riffs on content, credibility, connection, and the courage to keep showing up.

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Forget the flashy, big-ticket PR moments; in this solo episode, Trevor turns his attention to the small, intentional actions that truly move the needle over time.

He calls 'Micro Acts of PR'.

These are the daily habits and generous gestures that deepen relationships, create connection, and build reputational capital over time.

From leaving a thoughtful comment to publicly lifting up peers, every touchpoint counts in the body of work that defines your authority.

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Connect with Trevor on LinkedIn

Subscribe to Earn the Right Substack

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!

This episode's featured track is POCKET PR ESSENTIALS - your audio playbook for mastering PR, content and digital communications for your business, and personal brand.

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UNDERSTANDING PR IS KEY TO DOING IT WELL (AND GETTING RESULTS FOR YOUR BUSINESS)

PR is a weapon, but only if you understand how to harness its power for the benefit of your business (or cause or issue if that's your end game).

In this episode, we get down to tin-tacks, unpacking the concept of public relations, busting myths, and discussing what PR really is (versus what the majority of the business world thinks it is), plus why it's important for entrepreneurs to understand the crucial role it plays in building their brand and their business.

Having a practical understanding of PR will give you an edge in the marketplace. Many (most?) people in business - even those in marketing! - have little understanding of what constitutes PR today; they simply don't recognise or appreciate with any great depth the key role it plays in helping to build and sustain a successful enterprise.

Bottom line: You can't master PR until you understand its nuances, the role it plays in the marketing mix, as well as the value it brings to the table in a more holistic business sense.

Become one of the 1% of entrepreneurs who 'get' PR and thus are able to harness it in a powerful and strategic way for their business!

What you'll learn:

• The true definition of PR (and why most of what you've heard is wrong)
• Why reputation and relationships are the keys to long-term business success
• How to sustainably grow your audience and become your own PR machine
• Busting persistent PR myths and misconceptions
• Actionable tactics to build bridges and amplify positive word of mouth

Whether you're a solopreneur, small business, or just keen to get your story out there, tune in to understand how PR can fuel your growth - minus the spin!

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ABOUT EARN THE RIGHT:

EARN THE RIGHT is an audio channel for reputation-based authority building, and turning credibility into real-world recognition and opportunity.

Hosted by Trevor Young, it’s for credible founders, experts, and solo practitioners who’ve earned their stripes and are ready to amplify their voice with integrity.

Across four distinct (but interrelated) tracks -

• From The Trenches
• The Pay-off
• Pocket PR Essentials
• In The Arena

— you’ll get the ideas, stories, and strategies that help you cut through the noise and build lasting authority.

Subscribe to the EARN THE RIGHT newsletter - EarnTheRight.co

This episode's featured track is FROM THE TRENCHES - deep-dive interviews with PR practitioners, content strategists, and digital communications experts that explore how reputation and influence are built today.

Hosted by Trevor Young, this track shares grounded insights, hard-won lessons, and practical wisdom from those shaping credible marketing communications in the modern reputation economy.

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How do you build an authentic, credible business or personal brand in today’s hyper-competitive, AI-driven, digital-first world—without getting lost in the algorithm trap or shouting into the void?

Host Trevor Young sits down with brand and PR pros Andrés López-Varela (ALV) and Bec Sands, a dynamic husband-wife team, for a lively, honest conversation packed with real-world reputation and authority-building insights.

In this episode:

• The real definition of “PR” today - and why authentic perception and strong communities matter more than ever
• Why performative rage-bait and dancing reels aren’t a shortcut to credibility (and why you shouldn’t let the algorithm erode your identity)
• Personal branding for good: advice for experts, thought leaders, and entrepreneurs who want to share genuine value, not just noise
• The power of owned media (newsletters, podcasts, websites, private communities) and how to strategically select your home base beyond social media
• Sharp debate: Is paid media the new starting point for small businesses? Or can you still grow organically by tapping your existing network?
• Earned media secrets: How to get invited into other people’s rooms, from niche podcasts to industry panels—with practical examples you can start today
• Why building deep connections (not just going viral) should be your top focus
• The compounding value of credibility markers and how social proof works in B2B and B2C
• What’s working for Bec and Andres right now - and their take on the evolving role of AI in marketing strategy

If you’re a consultant, creative, marketer, entrepreneur, or aspiring authority ready to make your reputation matter (without selling your soul to the algorithm gods), this episode is your goldmine.

Find our guests online:

• Bec Sands
• Andrés López-Varela

Tune in, earn the right, and start turning credibility into recognition and opportunity—on your terms!

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Connect with Trevor on LinkedIn

Subscribe to Earn the Right Substack

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!

This episode's featured track is IN THE ARENA - Trevor Young’s unfiltered take on earning authority in real time — sharp, strategic riffs on content, credibility, connection, and the courage to keep showing up.

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What does it really take to build authority and a lasting reputation in today's digital-first landscape?

In this solo episode, Trevor breaks down the "Broadway vs. Off-Broadway" approach to personal brand PR and communications, revealing why the most trusted voices are often found on the smallest stages.

Key takeaways:

• Big Stage vs. Small Stage: Why chasing mainstream "Broadway" platforms (LinkedIn, tier 1 media, viral moments etc) gets you visibility, but not always credibility.
• The Power of Off-Broadway: Discover how authority is forged on niche podcasts, in professional associations, newsletters, and boutique conferences - where trust, engagement, and real relationships flourish.
• Going Off Off Broadway: Dive into the hidden world of hyper-niche communities, private masterminds, local grassroots events, and spontaneous opportunities that spark deep, memorable connections.
• Strategy Unlocked: Learn why balancing the big and small stages - visibility AND intimacy - is the secret to building a reputation that lasts.
• Action Question: Where is your personal brand currently playing? Are you leveraging the powerful "hidden stages" where true authority is built?

Tune in to discover the hidden stages where credible voices are made. It's time to take your brand Off-Broadway!

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Connect with Trevor on LinkedIn

Subscribe to Earn the Right Substack

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!